“In any campaign of Field Marketing it is key to be provided with professionals who should transmit face to face the message to the final consumer”

To tune in to the consumer has turned into one of the tasks of the companies nowadays: it is necessary to look for new channels that obtain this more direct communication with the buying potential. From this slope the arrival of Field Marketing has turned into this revulsive that has invigorated very much the point of sale. From Aplus Field Marketing, Helen Martín, his director of operations, he tells how a campaign of Field Marketing is managed: "To be provided with professionals perfectly motivated is key in any campaign of Field Marketing. They turn into a tool of communication that helps to transmit the messages of the marks face to face to the consumers in the proper point of sale”. Aplus Field Marketing already realizes campaigns for Canon, Mini, Sage or Lilly for quoting only some companies with which it works at present.

With what targets does a campaign of Field Marketing develop for the client?

The normal thing is that the client hires an action of Field Marketing when he looks for new forms of communication, more direct, more clear and that they behave with the consumers of a more active way. This means that the client wants to come to his last business link to generate a concrete, operative and measurable action. It can be to generate sales, to present a product, to announce it, to gather databases, etc.

What is the key to be able to receive the attention of the consumer in the point of sale?

To create sensation sensations, experiences, which it interacts, that the consumer who between in our shop has the whole experience and if our product is in a linear one with some others we have to do that it transmits much more with the actions of Field Marketing, this moves perfectly in the commerce of New York. There you can be the whole experience in a point of sale, a shop of four plants turning alone environment to the chocolate M&M. Or the whole experience as the shop Appel.

What strategy at general level follows to achieve the targets for the client?

We base it on three fundamental axes:

1.th to never move away from the target that we chase and it is that the client generates business.

2.th to Look for the professional profiles most adapted to the action are already actors, stewardesses, TV/radio commercials, telemarketing, etc.

3.th And, finally, the technology, that is to say, what hardware needs to be able to compile the information and results of the action to turn them into strategic knowledge.

What is the methodology of Aplus Field Marketing for the starting of a campaign of Field Marketing?

Every campaign takes a similar process that starts of the collection of the briefing of the client, later the actions appear before him from the creative point of view, where several creativities usually appear him. Once accepted we spend someone to production, which there suppose the selection of the necessary human resources, formation of the same ones, implantation or coordination with the points of sale or homologation of the campaign with the big surfaces, permissions if marketing is an action of street, etc. With posteriority there is the starting and daily pursuit for the supervisors and information of the result of the campaign.

What role do the human resources play in any campaign that is designed?

They have a fundamental role. Our target is to make us participants of Field Marketing as a tool of communication that is in charge of transmitting the messages of the marks "face to face", that is to say, across persons, to the consumers in the point of sale. The human resources are our Home advertizing support for which we are going to move the targets of our clients, and the most important thing is to have all the possible professional profiles. What differentiates us to Aplus Field Marketing of the others is that there are companies of temporary work that promoters can put to you but they are not going to speak in a marketing message, they offer hours and persons, the stewardesses' companies will only bring you this profile, the task I forced only TV/radio commercials, etc., we cover all the professional profiles.

How is it possible to quantify the profitability of these actions of Field Marketing?

The first thing is that the budget of an action of Field Marketing is much more economic than any other action of marketing in general, but the most important thing: it is direct. It is an action more qualitative than quantitative, it is measurable in almost real time therefore it is possible to re-drive during the same one. In the end a very creative campaign if it does not go to the suitable objective public will fail, a mediocre campaign if it goes to the correct objective public can triumph and we go to these clients.

How would he evaluate the situation of Field Marketing in Spain?

Brilliant, is a sector that inside the economic recession in which we are is growing. In addition to being more economic for the client, it generates many jobs, any company of Field Marketing moves hundreds of working contracts a year.

How can the new technologies support the development of this activity?

They are basic for several questions. The companies of Field Marketing are usually personal companies with much working out of the offices, in big surfaces, points of sales, in the street, etc. Then it is necessary that the company takes a work environment as Internet for the mobility, that anyone could gain access to the information of the office from any point, and communication devices to communicate for portals of voice or IVR, for sms or Internet, the daily activity.